Chapter 8 Perception

1
Chapter 8Perception
2
Perception

• Perception is the process by which an individual
  selects, organizes, and interprets the
  information he or she receives from the
  environment.
• Perceptual defenses lead to
• Selective exposure
• Selective Attention
• Selective Interpretation
• Selective Retention (Memory)

3
Information Processing for Consumer Decision
Making

• The McGraw-Hill Companies, Inc., 1998

4
Selective Exposure

• Most of the stimuli to which individuals are
  exposed are self-selected.
• Non-exposure may be random or deliberate.
• Selective exposure includes
• Zipping
• Zapping
• Muting

5
Selective Attention

• Selective attention occurs when a consumer does
  or does not notice a marketing stimulus.
• Stimulus factors influencing attention
• Size and intensity
• Color and movement
• Position and isolation
• Format
• Contrast
• Information quantity

6
The Impact of Size on Advertising Readership
One-page ads have almost twice the impact of
fractional-page ads
Mean noted scores
Based on an analysis of 85,000 ads.
Source Cahners Advertising Research Report
110.1B (Boston Cahners Publishing, undated).
7
Color and Size Impact on Attention

Readership of a 1-page black-and-white ad was
set at 100.
Source How Important is Color to an Ad?Starch
Tested Copy, February 1989, p.1.
8
Selective Attention

• Individual factors influencing attention
• Interest or need
• Ability to attend to information
• Situational factors influencing attention
• Environment itself
• Program involvement
• Non-focused Attention
• Hemispheric lateralization
• Subliminal stimuli

9
Involvement with a Magazine and Advertising
Effectiveness
Source Cahners Advertising Research Report
120.12 (Boston Cahners Publishing Co.).
10
Selective Interpretation

• Interpretation is assigning meaning to stimuli.
• Cognitive interpretation is the process of
  assigning meaning to stimuli based on existing
  categories.
• Semantic meaning
• Psychological meaning
• Affective interpretation is the emotional
  response triggered by a stimulus.
• Perceptual distortion occurs when a consumer
  assigns meaning that is congruent with his or her
  prior beliefs than it objectively is.

11
Selective Interpretation

• Individual characteristics influencing
  interpretation
• Learning processes
• Expectations
• Situational characteristics influence
  interpretation.
• Stimulus characteristics influence
  interpretation.
• Semiotics is the study of how meaning is created,
  maintained, and altered.
• Sensory discrimination is the ability of a person
  to distinguish between similar stimuli - Webers
  Law.

12
Perception Marketing Strategy

• Retail Strategy
• Brand Name Logo Development
• Media Strategy
• Advertisement Package Design

13
Evaluation of Advertising

• Measures of Exposure
• Circulation and pass-along readership
• People meters
• Measures of Attention
• Physiological measures
• Recall and Recognition tests
• Measures of Interpretation
• Focus group tests

14

• Carol reads the travel section of the newspaper
  every day. Dave, however, is not planning a trip
  so he skips the travel section. Dave has engaged
  in
• selective exposure
• selective attention
• selective interpretation
• selective retention

15

• A number of years ago, MM/Mars successfully
  reduced the size of its candy bars by keeping the
  size change small. This was in response to rising
  costs and the firms desire not to raise the
  price of the candy bars. This illustrates which
  perceptual concept
• Zipping
• Zapping
• Hemispheric lateralization
• Webers law
• Semiotics